At DRIVE 2025, more than 150 wine industry leaders gathered to channel enthusiasm into actionable insights at the annual event held in the heart of Paso Robles wine country.
The highlight of the event was a half-day interactive workshop, where business leaders had the opportunity to strategize and focus on their most important goals and objectives. Goals are 42% more likely to be achieved when they are written down, Amanda Wittstrom Higgins, event founder and principal of Full Cup Solutions, reminded them. This simple yet powerful insight resonated with the attendees, providing a practical tool for their business growth. “Carving out the time to focus on what is most important to our business success was highly valuable,” says Fintan du Fresne, founder and CEO of WINEMECH.
Larissa Dubose, senior director of Vino Volo, shared her expertise on the importance of authenticity and grit as tools to achieve success, emphasizing that the most successful brands are those with captivating stories. Vino Volo, with a national presence in over 40 locations in 25 airports in the U.S. and Canada, has mastered the art of helping hurried travelers pause and enjoy the moment. Dubose’s insights were both inspiring and actionable, encouraging attendees to tell their unique stories.
Eduardo Duran, founder of Insight Hospitality Solutions, discussed the importance of the customer experience and its role in building generational brand loyalty. Duran reminded the audience that the guest experience is 75% based on service received and only 25% on the venue itself, underscoring the importance of personal connection and service in the hospitality industry.
Jo Armstrong, director of hospitality and DTC at Hope Family Wines, says, “The DRIVE event was masterfully created, the energy and vibe were perfect. I left focused on critical goals and gained valuable perspective. This was a one-of-a-kind experience that created an uplifting energy among guests and the entire community.”
